One of the region’s most successful butcher’s has revealed his intention to double the size of the business as he undertakes the complete transformation of his showcase store.

Farmer’s son Ieuan Edwards has witnessed a stunning growth in demand for his award winning sausages with sales and turnover at the firm 60% up on last year - driven by a growth in supermarket sales and exports.

This has seen his Traditional Welsh Sausage Company expand at the factory site in Conwy Morfa adding new lines to production and increasing staff from 45 to 60 in the past three years.

Now his renowned Edwards shop in the heart of Conwy is undergoing a “radical” revamp - developing into a cross between a New York deli and European style charcuturie.

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It is all part of a plan to drive the firm forward with hopes that staff levels could reach 80 over the next three years in a plan to double the size of the company.

Ieuan, 51, speaking from his units in Conwy Morfa, said: “When we opened the current shop in Conwy 20 years ago it was radical.

“We were serving rolls, hot food, things that were not done at that time in butcher shops. Our aim now, 20 years later, is to be radical again.

“On the continent it is all about the customer experience and that is what we want to have here, a charcuturie type experience. We have toured Europe to look at how they do it and have taken ideas from a number of places. There is a substantial six figure investment being spent on the store to carry out the changes, taking our total capital investment(in the firm) over the years to £3m.”

The layout in the store(due to re-open on April 15) will be turned around with raw meat moving to the left as customers enter the store. There will meat and cheeses hanging behind the counter as seen on the continent and counters for olives and oils. There will also be a window display including a hanging carcass as Ieuan said “we are a butcher and would never want to hide that”. A head chef has also been taken on to develop the ready meals that are sold, either hot or cold.

Ieuan said: “With these we are talking about the same high standards and ingredients we always use, no preservatives and additives, just meals made on site that people can eat at work or take home.

“This has seen a major development of the back rooms in the building where a lot of our investment is going.

“Every single detail has been carefully planned, from meat cleavers that will hang the signs to an art piece of a bull’s head on the wall.”

While this will keep them “modern” the underlying tradition of the firm, which is celebrating its 30th year, will remain the same.

Ieuan said: “We are a traditional butcher, we have real integrity about what goes into our products. For example we will only use shoulder meat in the sausages and that will never change, we will not compromise on those principles. We have always made this clear with every supermarket we have dealt with, and I think they respect that.”

This commitment and a host of awards to back it up - including the Sir Bryner Jones award and True Taste Ambassador prize - has helped the sausage business to boom.

Sales and turnover in the first two months of 2014 are up 60% on 2013, which itself was 37% up on the previous year.

Expansion in sales in coming from various areas from increased sales to supermarket chains to export growth, including in Malaysia, where they are now sending up to 100,000 sausages a time on shipping containers to Kuala Lumpur to meet demand.

Total weekly sales of sausages are now between 400,000 and 500,000.

They use 100% UK pork (all Red Tractor mark) with an ambition to increase the amount of Welsh pork going in by helping increase pig production in Wales. It is all part of a plan to see the firm expand.

Ieuan said: “We want to double the business over the next three years, it is ambitious but that is our aim.”